Significant changes to Google’s gambling and gaming advertising policy will go into effect on April 14. The change tightens regulations for advertising to comply with, broadens country-specific limitations, and improves the definition of gambling content. The purpose of these changes is to improve oversight and stop infractions in online gaming promotions.
Websites that connect to gaming platforms must be categorized as gambling-promoting entities under the updated regulation, which redefines what constitutes gambling-related information. Only informational or comparative analysis of regulated gambling services will be provided by affiliate and aggregator websites.
New Country Restrictions and Certification Rules
Google will replace its prior generalized “country restrictions” approach with explicit bans on gambling advertisements in a number of countries, including Egypt, China, and Bulgaria. In order to prevent ad disapprovals, advertisers targeting new territories need to carefully study Google’s updated country list.
Additionally, the policy requires social casino game advertising to be certified. If these ads also advertise real-money gaming, they have to seek for accreditation and have separate accounts. Furthermore, it will be completely forbidden to place advertisements for real money gambling within social casino games or the websites that are linked to them. According to Google’s “egregious” classification criteria, accounts that break these guidelines will be suspended immediately and permanently.
The updated rules broaden the definition of online gambling, now covering casino-style games that involve virtual currencies or in-game items with real-world value, even without direct cash payouts. The policy also places a formal ban on Mahjong gambling in the Asia-Pacific region, an activity that was not previously restricted.
A greater emphasis on valid licensing will require advertisers to promptly inform Google of any license revocations, suspensions, or terminations. Those attempting to run gambling ads without valid documentation could face account suspensions. Google also warned that repeated violations could lead to permanent bans, signaling a zero-tolerance stance on non-compliance.
Advertisers must now take extra precautions to avoid penalties. To remain compliant, gambling-related companies should:
- Keep licensing up to date and immediately report any changes.
- Obtain proper certifications for their gambling category and target regions.
- Review updated country restrictions before launching campaigns.
- Follow stricter rules on social casino games to prevent penalties.
Google’s latest policy update underscores its commitment to responsible gambling advertising and stricter regulatory adherence worldwide.
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